Hoover adopts ‘Born Innovative’ strap

Hoover has adopted the strapline ‘Born Innovative’ in recognition of its 100 year-plus heritage and to mark “a hugely successful” 2016, stating that the move represents a new vision for the company as it looks to accelerate its position in the market.

“Innovation is the very essence of Hoover – it’s in its DNA,” said Steve Macdonald, marketing director, Hoover Candy Group. “It is the ability to challenge the status quo, imagine the future and make it the present. This is particularly evident when looking at our unique award-winning smart home appliance proposition in the UK – democratising technology for the mass market means making smart products available at affordable prices. For this reason, ‘Born Innovative’ is the natural positioning to drive the brand forward and is a stance we’re very proud of.

“Hoover has been the brand of choice for consumers for more than a century, producing reliable, aspirational home appliances that achieve excellent results. As we move into 2017 and beyond, we aim to become the supplier of choice for all of our trade partners, committed to understanding our customers’ requirements, providing operational excellence and, of course, unique product innovation.”